Usually when a big band ramps up for the release of a new album, there are all kinds of press releases, a drip-drip-drip of news stories, feature interviews, and promo tours. But with the new Coldplay album, Everyday Life–a double record and their first in four years–they’re taking a different route head of its November 22 release.
Take, for example, how they revealed the tracklisting: They took out a classified ad in a tiny newspaper called The North Wales Daily Post. The ad appeared next to notices for bales of hay and a used refrigerator.
Why take that route? Because a million years ago, the band’s Jonny Buckland had a part-time seasonal gig at the paper posting real estate ads.
This wasn’t the only small town newspaper that ran a Coldplay ad. This is from the Express and Echo in Exeter as well as papers in Southampton and Flintshire. These are the hometowns of the bandmembers.
Loving the ad in the local Exeter paper too! pic.twitter.com/YDQN74YSdI— Mike Vinnicombe (@MikeVinnicombe) October 24, 2019
And there’s more. How about this Facebook post backdated to November 22, 1919?
Finally, there’s this old-school countdown clock on the band’s website.
The text reads:
Dear Friends. My typing isn’t very good i’m sorry i and we hope wherever you are you’re ok. For the last 100 years or thereabouts we have been working on a thing called Everyday Life.
In the classifieds you might write ‘double album for sale, one very careful owner.’
One half is called ‘sunrise,’ the other ‘sunset’ it comes out 22 november.
It is sort of how we feel about things. We send my love to you from hibernation.
Chris, jonny, guy and Will Champion esq
Two new songs appeared Thursday afternoon.